The Impact of Transaction Cost, Internet Self-efficacy and Personality on Initiating Online Group Buying Intention
碩士 === 東吳大學 === 國際經營與貿易學系 === 100 === Online group buying boom has continued ever since, although its market scale is much less than entire online buying. It could be regarded as another platform for firms to expand their markets. By gathering purchasing power through networking, customers could ach...
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| Format: | Others |
| Language: | zh-TW |
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2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/79346583202123525202 |
| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 100 === Online group buying boom has continued ever since, although its market scale is much less than entire online buying. It could be regarded as another platform for firms to expand their markets. By gathering purchasing power through networking, customers could achieve a good price on popular products. This model is another interesting choice other than traditional online buying.
Focusing on the interest to investigate the impact of transaction cost, Internet self-efficacy and personal on online group buying initiators, the research intends to provide suggestions to firms operating online group buying and with the application of related theory. The research subjects are 103 initiators, sampled from ihergo. Hierarchical regression model were adopted to test the hypotheses.
The findings of the study are as following:
1. Initiators＇perception of transaction cost would not significantly decrease their initiating online group buying intention.
2. Initiators＇perception of Internet self-efficacy would significantly increase their initiating online group buying intention.
3. Conscientiouseness personality of initiators would significantly increase their initiating online group buying intention.
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